How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

How IP Lawyers Should Minimise Objections And Get More Clients

As an IP legal services professional, how often have you had to deal with objections from prospects or clients that relate to the services you provide. This does not necessarily have to be about costs, but could include a whole load of issues such as project scope, timing, service level agreements, to name a few.

First of all, you need to realise one thing…

Objections are good. More often than not, they indicate interest of some sort. You just need to help your prospects or clients get over them.

The tactics you use to minimise any objections related to the IP legal services you provide can be divided into three groups.

  1. Build trust with prospects first before trying to sell to them.
    • First of all, you need to realise this takes effort and time. You need to invest in a systemised marketing platform to find out what issues your prospects find hard to deal with, and provide information that addresses those same issues.
    • You need to be authentic and on message. There is nothing worse than simply harping on about expertise or other stuff that your prospects are simply not interested in. Make sure every communication you make hits home and gets the recipients thinking about the benefits that result from the advice you give.
    • Think about the experiences people have EVERY time you communicate to them. Are you adding value to the relationship you are developing, or simply communicating for the sake of doing so.
    • Make sure you have an effective multi-step communications plan with one specific goal for each touch point. Make it easy for recipients to understand what you want them to get each time they hear from you (e.g. sign up for a free report or seminar, take part in a survey /provide feedback, or explain the benefits of certain actions they need to take within  a given time frame).
  2. Guarantee your work or the delivery of services
    • If you believe you provide excellent IP legal services, then you should think about certain guarantees you can offer related to what you provide.
    • These do not necessarily have to be monetary, but could be service level agreements related to the way you interact with prospects with statements explaining what you would do if you don’t meet the standards you have set out.
    • Be explicit about these so that your prospects feel happier about the effort you are going to put in the relationship you have with them.
  3. Provide social proof
    • Get case studies or customer testimonials from happy clients that talk about how their lives have improved because of the work you have done.

The earlier objections come up, the earlier you have the opportunity to explore fully what is getting in the way, deal with it, and move the relationship forward. The worst possible scenario is for the prospect to nod in agreement but continue to harbor major doubts about moving forward.

It’s better to deal with doubts early, than to have to climb a steep hill at closing time, or to spend months working to win the client and get blind-sided at the end. You are less likely to get objections when prospects have a clear understanding of the value they would get from working with you, and if they trust you above all other options available to them.

For those IP lawyers heavily involved in the proposal process, think of the number of proposals you have lost because of certain objections prospects had. Did you do enough before you wrote the proposals to develop trust with your target prospects? What kind of experience did your prospects have each time you contacted them?

There is always room for improvement and no matter how many years you have been in the IP legal services business, you have to continually take advantage of new technologies to improve the way you manage relationships with prospects and communicate to them.

If you want to know how to use The Magneto Effect to build an effective web marketing strategy and attract an endless stream of clients or prospects to you, please sign up for the FREE 7 day video series. You will never think of web marketing the same way again.

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